In the summer of 2018 we asked 3,000 members of the general public to answer a list of forty-two questions. The aim? To learn more about everything from dietary choices and leisure activities to what ingredients they buy and how many ready meals they eat every week. The results painted an accurate picture of how the average British person views, buys, cooks and consumes food, and we were able to divide the population into three segments: the national average, ‘Weekend Foodies’ and ‘Committed Foodies’. This White Paper looks at how these three segments of the population regard healthy eating, exercise, vegetarianism and veganism.
Less than 1% of people identify as strict vegans and only 4% are strict vegetarians, which is a very small percentage of the population. But what’s really interesting are those that identify as part-time vegans and vegetarians. On top of that, 24% of Brits say they often eat vegan dishes (rising to 42% amongst Committed Foodies) while 49% say they often eat vegetarian dishes. These numbers show that vegetarian and vegan products are being sought after by people who also eat meat and dairy – not just those following a strict diet.
Eating less meat and following a ‘plant-based’ (meat- and dairy-free) diet have also become more popular in the UK in as little as the past six months. In July 2018, more people were actively trying to eat less meat and follow a plant-based diet than in January. For Foodies, this increase is even more apparent.
These statistics mark a clear increase in the number of people making conscious steps towards changing their diet in the name of health, with Foodies particularly interested in altering the way they eat. This is reflected in how the three segments of the population exercise as well.